Action Plan

Establish in 2013-14 a single marketing budget for the College to support student recruiting, general marketing, alumni relations (including the Record), fundraising (excluding a capital campaign), events, the Website, and social media.

Establish a small working group, chaired by the director of communications and marketing, to guide integrated marketing communications efforts. (This is the Integrated Marketing Communications Working Group.)

Make a five-year commitment to an integrated marketing communications plan of no less than 3% of the operating budget - excluding personnel and travel/entertainment - annually for five years.

Engage a consultant to assist in development of an integrated marketing communications plan. (This function is and will continue to be partially performed by the Marketing Committee of the Board.)

Launch an integrated marketing communications plan in 2013-14.

Constantly assess and adjust the integrated marketing communications plan in light of enrollment (size and quality), alumni giving and participation, fundraising, and Website and social media effectiveness.